Rational framing effects: A multidisciplinary case

Abstract

Frames and framing make one dimension of a decision problem particularly salient. In the simplest case, frames prime responses (as in, e.g., the Asian Disease paradigm, where the gain frame primes risk-aversion and the loss frame primes risk-seeking). But in more complicated situations frames can function reflectively, by making salient particular reason-giving aspects of a thing, outcome, or action. For Shakespeare's Macbeth, for example, his feudal commitments are salient in one frame, while downplayed in another in favor of his personal ambition. The role of frames in reasoning can give rise to rational framing effects. Macbeth can prefer fulfilling his feudal duty to murdering the king, while also preferring bravely taking the throne to fulfilling his feudal duty, knowing full well that bravely taking the throne just is murdering the king. Such patterns of quasi-cyclical preferences can be correct and appropriate from the normative perspective of how one ought to reason. The paper explores three less dramatic types of rational framing effects: (1) Consciously framing and reframing long-term goals and short-term temptations can be important tools for self-control; (2) In the prototypical social interactions modeled by game theory, allowing for rational framing effects solves longstanding problems, such as the equilibrium selection problem and explaining the appeal of non-equilibrium solutions (e.g., the cooperative solution in the Prisoner's Dilemma). (3) Processes for resolving interpersonal conflicts and breaking discursive deadlock, because they involve internalizing multiple and incompatible ways of framing actions and outcomes, in effect create rational framing effects.

Research on consumers’ purchase intention of cultural and creative products—Metaphor design based on traditional cultural symbols

“…The study found that concrete analogies are simpler to understand than abstract ones. In hedonic product advertising, recessive metaphors outperform dominant metaphors, according to research by Bermúdez [ 6 ], although practical product promotions yielded the reverse findings. Therefore, selecting appropriate metaphor types and adjusting them to various product types and consumers’ cognitive needs can aid product designers in increasing their goods’ appeal and communication efficacy.…”

Virtual terrors

“…Often thought of as an instance of irrationality (how could it be rational to value one and the same thing depending simply on the perspective one takes on it? ), this effect has lately been discussed by philosophers who want to question whether it really is always normatively problematic (Bermúdez forthcoming, Paul forthcoming).…”